is your company losing money on twitter? how to measure social roi
DESCRIPTION
Many small businesses are spending a lot of money online to market their products and services, but are they getting a positive return on their investment? Learn how to track ROI--not just traffic--for a variety of online marketing channels, including email marketing, social media marketing, and paid campaigns. You will learn how to implement the analytics needed to measure marketing ROI, helping you optimally allot your marketing time and money to maximize your results.TRANSCRIPT
Is Your Company Losing Money on Twitter?
VGC Unlimited
Gangplank Avondale
6/7/2013
Paul Vazquez
How to Calculate ROI Using Online Marketing Analytics
Introductions
2 #gpSocialROI
1. Name
2. Who I Help
3. What I Help Them With
4. What I Hope to Learn Today
Introduction
3 #gpSocialROI
Introduction• Contact:
– [email protected]– Twitter: @pvazquez32
• Slides available afterward on Slideshare
4 #gpSocialROI
Agenda• Introduction• Background• The problem• How to calculate marketing ROI
– Measuring resource allocation– Segmenting by channel– Measuring conversion value
• Going further
5 #gpSocialROI
6 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
Why Is This Important?• In the midst of two revolutions
• At their confluence: social analytics
7 #gpSocialROI
Social Media Data Analytics
The Problem
8 #gpSocialROI
Your Website
The Problem
9 #gpSocialROI
Your Website
Profit
The Problem
10 #gpSocialROI
Your Website
Profit
• Ecommerce
The Problem
11 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups
The Problem
12 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups• Lead generation
The Problem
13 #gpSocialROI
Your Website
Paid Advertising
Profit
The Problem
14 #gpSocialROI
Your Website
Paid Advertising
Social Media
Profit
The Problem
15 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing Profit
The Problem
16 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
The Problem
17 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
The Problem• Maximize profit• Deciding how to allocate resources to:
– Paid advertising– Social media– Email marketing– SEO– Etc.
• Subject to the constraints of finite:– Time– Money
18 #gpSocialROI
3 Measurements
19 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
20 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
21 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
22 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Resource Allocation
23 #gpSocialROI
• Track time– Toggl– Other tools
Resource Allocation
24 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money
Resource Allocation
25 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Resource Allocation
26 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
For each channel!
Resource Allocation
27 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Value of Time + Cost of Marketing = Investment
For each channel!
3 Measurements
28 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
29 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Analytics Tools
30 #gpSocialROI
Analytics Tools
31 #gpSocialROI
Channel Segmentation
32 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
Channel Segmentation
33 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
• Difficult to segment:– Social– Email
• Solution:– URL Builder
URL Builder
34 #gpSocialROI
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
URL Builder
35 #gpSocialROI
URL BuilderUnique
URL
Landing URL
Source
Medium
Name
Campaign Tracking
36 #gpSocialROI
Traffic Sources >> Sources >> Campaigns
3 Measurements
37 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
38 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Conversion Tracking
39 #gpSocialROI
• Two main types of conversion tracking• Goals
– Destination– Events– Pages per visit– Visit duration
• Ecommerce
Goals info: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030
Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
Conversion Tracking
40 #gpSocialROI
• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
3 Measurements
41 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Putting It All Together
42 #gpSocialROI
• Value from each traffic source = Return• Value of time + cost of marketing = Investment
ROI =Investment
Return
Now What?
43 #gpSocialROI
• Allocate resources based on ROI• Reap the rewards!
Going Deeper
44 #gpSocialROI
• Further Segmentation:• Social / Email
– Split test campaigns
• Paid advertising– Split by keyword, ad copy, ad title, targeting
• SEO– Identify the most valuable keywords and invest
45 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
46
Questions?
#gpSocialROI
How did I do?
47
#gpSocialROI
#gpSocialROI